avoidable confusion Decision science has expanded our understanding of how we process communication to inform choice, revealing a complex yet consistent process. Backfire Effects occur when communication or actions designed to elicit a positive response instead cause confusion or negative outcomes, often by unintentionally tripping a backfire trigger proven in the behavioral and cognitive sciences to work against sensemaking. Backfire Effect is an important strategic consideration, adding clarity around interference that may conflict with success. Unintended IDAHO 01 Consequences Backfire STEMAC Negatively triggering a measured engagement preference due to not knowing it existed BACKFIRE BACKFIRE EFFECT FORMS Familiarity Backfire TRIGGERED BY CURRENT 02 COMMUNICATION Making myths more familiar Trust: Overkill Backfire I don’t trust you as a tech 03 leader and educator when your From providing too many arguments engagement in communication technology is outdated Worldview Backfire 04 Familiarity: From providing evidence that threatens someone’s worldview By continuously repeating what STEM stands for, it does not make it more familiar, it simply entrenches what people want Extremes Backfire to believe 05 From not leaving room for alternative considerations & using limit-inferring language Overkill: Over-stimulation, an exponential number of options Trust Backfire and lack of routing information 06 by audience creates confusion, Trust mechanisms break down from hyper-manipulation, leading overload, and disengagement to compromised decision making & limited change VOLUME PR & ENGAGEMENT SCIENCE LAB | 0 9 FOR IDAHO STEM ACTION CENTER